TV commercials shrink to match attention spans


And now, a word from our sponsors. A very brief word.
TV commercials are shrinking along with attention spans and advertising budgets. The 15-second ad is increasingly common, gradually supplanting the 30-second spot just as it knocked off the full-minute pitch decades ago.

For viewers, it means more commercials in a more rapid-fire format. For advertisers, shorter commercials are a way to save some money, and research shows they hold on to more eyeballs than the longer format.

“It used to be that the most valuable thing on the planet was time, and now the most valuable thing on the planet is attention,” says John Greening, associate professor at Northwestern University’s journalism school and a former executive vice president at ad agency DDB Chicago.

READ MORE:
Advertisements